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Kiwi Wealth are a New Zealand owned and operated wealth and investment organisation helping Kiwis to grow their wealth and enjoy their future. They operate in an increasingly competitive and cluttered space – the KiwiSaver market.
They asked us to quickly conceptualise, build and manage a creative campaign to drive tangible results – KiwiSaver applications.
With 2.9 million Kiwis already in a KiwiSaver scheme, driving applications is no mean feat, especially when the application process is perceived as cumbersome and time consuming.
Our challenge: how could we drive Kiwis to switch KiwiSaver provider during their summer holiday break?
It was an ambitious goal to launch the campaign in December. The New Year was fast approaching, and advertising channels were noisy with sales and promotions – we needed to cut through with effective visual creative and messaging.
Reason's approach was centred around “finding the best fuel for the flame” – we sought to find a message that best drove action and tested multiple messaging & creative themes across a range of channels, moving our budget fluidly based on performance as we learned.
We uncovered some common misconceptions in the market: consumer belief was that changing KiwiSaver providers was difficult and confusing and we found there was confusion around fees versus returns.
Our messaging strategy: To shift the conversation from being about “how much” towards “how much more”.
Reason partnered with a local creative agency to build out messaging themes and creative treatments.
We landed on three key themes for testing, three landing pages, and a plethora of creative variants to test.
To ensure thorough and accurate testing, we also built a creative testing framework for our digital channels.
We ran ads across four digital channels: Facebook & Instagram, Display (Programmatic), Gmail, and Native (via Outbrain).
We also ran relevant Paid Search keywords and ads simultaneously, to pick up any uplift in search volume from our above the line channels and drive them to the site.
Creative, landing pages and budget were rotated throughout the campaign to shift the performance dial, ensuring spend was maximised in the areas that were performing best.
To take the campaign to the next level, we ran performance-content in the form of an Online Quiz.
We utilised Influencer Marketing and Radio to drive quiz completions and leads.
This added an innovative element to the campaign whilst driving significant consideration of the Kiwi Wealth brand, their KiwiSaver offering as well as generating valuable leads.
Through collaboration and quality creative, we were able to help Kiwi Wealth cut through in a crowded market, delivering the following results:
Reason were able to deliver meaningful insights on what worked, what didn’t work, and recommend actions for Kiwi Wealth to utilise to drive future performance at a lower level of investment, such as:
Delivering two types of success
In uncovering the most successful fuel for the flame, Reason were not only able to help Kiwi Wealth reach their financial goals, but also provide insights that will streamline future campaigns. Future Kiwi Wealth campaigns can be developed on a proven strategy, reducing production costs and media spend for the client.
